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Assessing the value of real-life brands in Virtual Worlds

Barnes, Stuart J., Mattsson, Jan, Hartley, Nicole (2015) Assessing the value of real-life brands in Virtual Worlds. Technological Forecasting & Social Change, 92 . pp. 12-24. ISSN 0040-1625. (doi:10.1016/j.techfore.2014.10.017) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided) (KAR id:46125)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
Official URL
http://dx.doi.org/10.1016/j.techfore.2014.10.017

Abstract

Virtual Worlds are a significant new market environment for brand-building through experiential customer service interactions. Using value theory, this paper aims to assess the experiential brand value of real-life brands that have moved to the Virtual World of Second Life. A key premise is that current brand offerings in Virtual Worlds do not offer consumers adequate experiential value. The results demonstrate both the validity of an axiological approach to examining brand value, and highlight significant problems in consumer perceptions of the experiential value of brands within the Virtual World. A key finding is the difficulty in creating emotional brand value in Second Life which has serious implications for the sustainability of current real-life brands in Virtual Worlds. The paper rounds off with conclusions and implications for future research and practice in this very new area.

Item Type: Article
DOI/Identification number: 10.1016/j.techfore.2014.10.017
Uncontrolled keywords: Virtual Worlds; Brand value; Brand experiences; Emotion
Subjects: H Social Sciences > HF Commerce > HF5415 Marketing
Divisions: Faculties > Social Sciences > Kent Business School > Management Science
Depositing User: Stuart Barnes
Date Deposited: 15 Dec 2014 13:04 UTC
Last Modified: 29 May 2019 13:55 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/46125 (The current URI for this page, for reference purposes)
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